About the Contributor

Andy Ford is the digital insight officer at Brädo Creative Insight, and has been involved in consumer insights throughout his entire career. Using a background in software development, social media mining, and consumer ethnography, he has led efforts to develop new products and strategic white space for brands such as Taco Bell, PepsiCo, Doritos, Merck, and Tyson Foods, and even the digital efforts for a U.S. presidential candidate.